Press Release

VMO, a division of The HOYTS Group acquires Active Media Group

July 6, 2016

The HOYTS Group has announced another major acquisition for Val Morgan Outdoor (VMO). VMO have just acquired Active Media Group (AMG) – the premium multi-media business representing Fitness First Australia, Goodlife Health Clubs and more.

Supported by investment from the Wanda Group, this strategic acquisition is in line with the businesses plan to deliver 10,000 digital screens in outdoor environments over the coming months and signifies the diversification from a purely Digital Outdoor portfolio to a multi-media business.

The HOYTS Group CEO, Damian Keogh says, “The HOYTS Group is evolving and with Wanda Group’s backing we’re investing in our cinemas business and the growth of our Digital Outdoor business.”

The sale of AMG comes from private equity group Oaktree Capital, owners of Fitness First Australia. AMG operates in Fitness First Australia and Goodlife Health Clubs with assets that include a digital screen network, Fitness First magazine and website as well as an experiential division.

Fitness First Australia’s Managing Director, Pete Manuel’s states, “We are excited for Active Media Group to become part of such a progressive company as Val Morgan Outdoor. VMO’s broad reach and innovative use of technology makes them one of the leading media groups in the country.”

CEO of Goodlife Health Clubs Greg Oliver adds, “Goodlife welcomes VMO’s ownership of AMG. The new partnership with VMO poses opportunities for us to leverage their expertise in Digital Out-of-Home and strengthen our digital innovation offer.”

Active Media Group will immediately merge into the VMO portfolio and become known as VMO Active. VMO operates networks in shopping centres, petrol stations, office towers and now health and fitness environments. It will also manage an online content portfolio and Australia’s highest circulating health and fitness magazine.

Keogh adds, “VMO has grown tremendously since joining The HOYTS Group. It is now a significant player in Outdoor and I’m pleased to see it grow and evolve further to include a content publishing platform.”

VMO’s Managing Director Anthony Deeble says, “The acquisition broadens our market-offering and bolsters our position as an innovative category leader.”

“The traditional media landscape is changing at a rapid rate and Digital Outdoor is becoming a safe haven for advertisers. With this acquisition we are not only broadening our assets but uniquely offering advertisers amplification opportunities across a Digital Outdoor business and custom content division – a convergence of Digital Outdoor and custom publishing to deepen engagement with our audiences.”

Active Media Group will commence trading as VMO Active immediately.


  • VMO is a division of The HOYTS Group – a world leading media and entertainment company. With the acquisition of Active Media Group VMO becomes Australia’s largest 100% Digital Outdoor media network.
  • The acquisition immediately delivers 4,000 digital screens to VMO’s network and adds a custom content division to the portfolio.
  • This together with investment in organic growth will see VMO reach 10,000 digital screens in Outdoor environments over the coming months.
  • VMO extends into the highly sought after health and fitness segment now offering advertisers a multi-asset media portfolio that reaches in demand audiences across key everyday life settings.

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